Ad Campaigns
SMAAASH’s new digital campaign enters the world of fun & entertainment
Mumbai: The gaming and entertainment hub Smaaash (Fun Gateway Arena Pvt Ltd), which has locations in more than 20 cities, recently launched a digital brand campaign that aims to redefine what it means to have fun and to be entertained. Smaaash, which just expanded into Udyogvihar, uses cutting-edge gaming and sports simulation technologies to provide a range of activities, including thrilling virtual reality games, captivating twilight bowling, outstanding cricket simulation, and an astonishing array of arcade games.
The new advertising campaign aims to provide a fully immersive experience that blends the best aspects of arcade games, virtual reality, intense bowling, and an absolutely breathtaking backdrop. Smaaash touts itself as the top location for gamers of all ages. The company promises to transform the gaming experience by providing guests with an entertaining and engaging journey unlike any other. It features state-of-the-art amenities and a variety of activities.
SMAAASH CMO Avanish Agarwal said, “This would not have been feasible if we had not positioned our brand in the manner in which we did. Throughout our journey, we have encountered a lot of love and acceptance from our audience. In order to ensure that consumers are aware of how much time and money they are spending, we believe it is crucial for us as a responsible brand to frequently emphasise the importance of responsible gaming. This new campaign is another step in further solidifying our brand’s message and how we’re revolutionising the gaming industry for today’s new generation of millennials”.
Smaaash continuously redefines the field of sports entertainment while promoting extraordinary client engagement through steady evolution. Smaaash has established itself as a prominent force in India’s entertainment sector thanks to its ubiquitous presence in both major cities and small towns. SMAAASH creates an unparalleled, immersive, and cutting-edge social experience for families, friends, and kids by fusing sports, virtual reality, music, and food.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
